Presentation by Taulbee Jackson from Raidious at the Insight Summit Series: 2014 Digital Advertising + Marketing Summit

1. REAL-TIMEMARKETING
INTHEREALWORLD.

2. HI,NICETOMEETYOUALL! FOUNDER+CEOOFRAIDIOUS
DADOFTHREEBOYS
YOUTHFOOTBALLCOACH
AUTHOR
RECOVERINGMUSICIAN
9YEARSINBROADCAST
NEWS,MKTG,NEWMEDIA
4YEARSONAGENCYSIDE
ACCOUNTPLANNING,AE,
VP,DIGITAL@MEYER+WALLIS
5THYEAR@RAIDIOUS

3. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
RAIDIOUSWORKSWITHSOMEOFTHEWORLD’SLARGESTBRANDS,INREAL-TIME.
>3

4. WEINVENTEDTHEBRANDNEWSROOM
APPROACHTOREAL-TIMEMARKETING.

5. WEWORKDIFFERENTLYBECAUSE
WEHAVETO.
THEWAYPEOPLEUSEMEDIAISNOT
“CHANGING”. IT“HASCHANGED.”

6. THISISWHYMOSTMARKETING
ORGANIZATIONSWERECREATED.

7. THISISWHYWEHAVETOSTART
ALLOVERANDRETHINKEVERYTHING.

8. ITSNOLONGERJUSTABOUTTHEBIGIDEA.
ITSABOUTTHETHOUSANDLITTLEONES
THATBRINGITTOLIFE.

9. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
SEVENKEYCONSIDERATIONSFORTHE21STCENTURYMARKETER:
SCOPE:THETHEORYANDRATIONALEBEHINDREAL-TIMEMARKETING&OWNEDMEDIA
SHIFT:THETHREETHINGSTHATBROKEYOUREXISTINGMARKETINGOPERATIONS
STRATEGY:8CONSIDERATIONSFORDEVELOPINGAREAL-TIMEOWNEDMEDIASTRATEGY
STAFFING:THEFOURKEYROLESINYOURBRANDNEWSROOM
STRUCTURE:THE5M’SOPERATIONALAPPROACHFORREAL-TIMEEXECUTION
SPACE:BUILDINGOUTAPHYSICALSPACEFORYOURTEAM
STACK:TECHNOLOGYREQUIREMENTSANDINFRASTRUCTURE
>9

11. DIGITALMARKETINGDOESN’TWORKWITHOUTCONTENT.
ALLMEDIAISDIGITAL.ALLMEDIAISSOCIAL.IT’SALLREAL-TIME.IT’SALWAYS-ON.
EVERYSINGLEONLINEINTERACTIONIS100%CONTENT-DRIVEN.
CONTENTDOESN’TWORKWITHOUTANAUDIENCE.
THEREAREONLYTHREEPOSSIBLEWAYSTOGETACCESSTOANAUDIENCE.
EMAIL,WEBSITES,BLOGS,SOCIAL,MOBILE,AUTOMATION,CRM-NONEOFITWORKS.

12. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. >12
OWNEDMEDIA
EARNEDMEDIAPAIDMEDIABuy
Build
Borrow
CUSTOMERSONLYCOMEFROMAUDIENCES.THREEWAYSTOGETTHEM:
What Raidious Does
What PR Firms DoWhat Ad Agencies Do

13. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
THEREARETHREEVERYKEYSHIFTSTHATHAVECHANGEDTHEWAYWEPLAN+EXECUTE.
>13
Key Shifts:
3

14. Key Shifts:
3
ABILITYTOLISTEN

15. Key Shifts:
3
ABILITYTORESPOND
INREAL-TIME

16. Key Shifts:
3 ABILITYTOPLAN FOR
WHATYOUCAN’TPLAN
FOR.

17. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
SHIFT:THETHREETHINGSTHATBROKETRADITIONALMARKETINGSTRATEGY
1.THENEEDTOLISTENINREALTIME
!
2.THENEEDTORESPONDINREALTIME
!
3.THENEEDTOPLANFORWHATYOUCAN’TPLANFOR
!
PREMISE:ALLMEDIAISSOCIALANDSHAREABLE.ALLMEDIAISREAL-TIME.ALLMEDIAISALWAYS-ON.
ANYONEANDEVERYONEISMEDIA.ETC.ADNAUSEUM. SOWHAT?
!
SO-LINEAR,CAMPAIGN-STYLESTRATEGICANDTACTICALPLANNINGISBROKEN.
SO-MOREAGILESTRATEGYISAPRE-REQUISITETOMOREAGILEEXECUTION.
SO-BRANDSMUSTDEVISEANEWSTRATEGICFRAMEWORKTODEALWITHTODAY’SMEDIA.
>17

18. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
brand strategy personae
risk
metadata
engagement
discovery business case
distributiontopography
>18
•IT HAS TO BE A GUARDRAILS APPROACH
!
•IT HAS TO PROVIDE GUIDANCE FOR QUESTIONS WE
CAN ANTICIPATE, AND SOME WE CAN’T
!
•IT HAS TO PROTECT THE BRAND FIRST AND FOREMOST.
!
•IT HAS TO BE AUDIENCE-CENTRIC, CONTENT DRIVEN,
AND CHANNEL AGNOSTIC.
STRATEGY:8CONSIDERATIONSFORDEVELOPINGA
REAL-TIMESTRATEGICMARKETINGFRAMEWORK.

19. LIKEWISE,50%ARENOTOUTSOURCED.

20. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
STAFFING-HOWMARKETINGUSEDTOBEORGANIZED:
>20
PUBLICRELATIONS
COMMUNITYRELATIONS
EMAIL
SOCIAL
ECOMWEBSITE
BLOG
IT/IS
SALES/CLIENTSERVICE
MERCHANDISING
SEARCH
MARKETING/ADVERTISING
MOBILE
THERESTOF
THEENTERPRISE

21. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. >21
OWNEDMEDIA
EARNEDMEDIAPAIDMEDIA
HOWMARKETINGTEAMSSHOULDBEORGANIZEDTODAY:
paid media team
ad agency
earned media team
pr agency
owned media team
+ external partners
owns all brand content
oversees all owned media channels
responsible for audience development
owns all influencer relationships
oversees all earned media channels
responsible for generating press
owns overall creative / big idea
oversees all paid media channels
responsible for buying audience
brand promise
(integration)
OWNED MEDIA IS THE MISSING LINK IN INTEGRATED MARKETING.

22. OWNEDMEDIA
EARNEDMEDIAPAIDMEDIA
CUSTOMER
SERVICE
PRODUCT
DEVELOPMENT
HUMAN
RESOURCES
INNOVATION
RESEARCH
INTEGRATINGTHEENTERPRISE:

23. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
STAFFING
WHENYOU’REBUILDINGANOWNEDMEDIATEAM,YOU’RENOTDOINGITINTHE
CONTEXTOFMARKETING-BUTINTHECONTEXTOFBUILDINGAUDIENCE.
!
YOURTEAMNEEDSTOBEABLETOEXECUTEFROMAMINDSETTHATIS…
!
-AUDIENCE-CENTRIC
-PLATFORM-AGNOSTIC
-CONTENTDRIVEN
!
-ANDTHEREFORE,FUTURE-PROOF
!
NOBODYDOESTHISBETTERTHANCNN,ESPN,NPR,NYTIMES-
NEWSCOMPANIESLIVEANDDIEBASEDONTHEIRABILITYTODRIVEAUDIENCE.
>23

24. BRANDSSHOULDN’TBEFOCUSEDONJUSTMAKINGCONTENT,
ORTHINKINGORACTINGLIKEAPUBLISHER...
BRANDSHAVETOBEINTHEAUDIENCEBUILDINGBUSINESS.

25. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
ITTAKESATLEASTFOURDISTINCTROLESTO
FULFILLTHEBASICFUNCTIONSOFAUDIENCEBUILDING.
>25
4

27. TECHNICALSUPPORT
STORYTELLER
LISTENINGFUNCTION
ORGANIZER/LEADER

28. STAFF:THEFOURKEYROLESOFTHEBRANDNEWSROOM

29. STAFF:THEFOURKEYROLESOFTHEBRANDNEWSROOM
PRODUCERFUNCTION
ASSIGNMENTEDITORFUNCTION
REPORTERFUNCTION
ENGINEERINGFUNCTION

30. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
Everything we make is based on a rundown.
!
We create and publish relevant, engaging, remarkable
content on brand-owned media to grow audience.
!
We monitor our audience, and react to new information.
!
We engage directly with the audience.
!
We measure all platforms individually and collectively to
understand how our audience is reacting to content.
STRUCTURE:THE5M’SENG-STYLEPRODUCTIONPROCESS
>30
make
manage
monitor
moderate
measure

31. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
SPACE:THEFINALFRONTIER
>31
DOYOUNEEDANACTUALROOMFORYOURNEWSROOM?
!
PROBABLYNOT-BUTITSUREDOESHELP.
!
CRITICALISSUESONSPACE:
-LINEOFSIGHT
-SPACETOCOLLABORATE
-SCREENREALESTATE
-BUYGREATCHAIRS
-BUYGREATMONITORS
!
-YOUPROBABLYDON’T“NEED”ABIG
OLDMONITORWALL,BUTITDOESHELP.

32. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. >32
THEMARKETINGTECHSTACK

33. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
STACK:TECHNOLOGYSHOULDBETHELASTTHINGYOU’REWORRIEDABOUT.
ANALYTICS:WEBANALYTICSTOOL
PRODUCTIVITY:PROJECTMANAGEMENTTOOL,BASICSTORAGE,FILESHARING
RESOURCEMANAGEMENT:WAYTOMANAGEHUMANRESOURCES
!
CREATIVETOOLS:CAMERAS,MONITORS,COMPUTERS,CREATIVESUITE
CMS:CONTENTMANAGEMENTSYSTEM
SMMS:SOCIALMEDIAMANAGEMENTSYSTEMW/CHANNELMONITORING
ESP:EMAILSERVICEPROVIDER
!
MONITORING:OFF-CHANNELMONITORINGSOLUTION
CONTESTING+CUSTOMIZATION:WAYTOCUSTOMIZEEXTERNALPLATFORMS
PUBLISHINGOPTIMIZATION:PUBLISHINGAUTOMATION
!
CRM:CUSTOMERRELATIONSHIPMANAGEMENTTOOL
AUTOMATION:TOOLTOAUTOMATECONTENTDELIVERY
>33
THEBASICS
INTERMEDIATE
ADVANCED
LEADINGEDGE

34. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE.
YOURMARKETINGTECHSTACKDOESNOTHINGWITHOUTPEOPLEANDCONTENT.
>34

35. VICTORIAOMNIMOMENTUM
Win Every Moment

36. ON SALE NOW
WHERE EVER BOOKS ARE SOLD
GET THE BOOK.
BY TAULBEE JACKSON + ERIK DECKERS, FOREWORD BY JAY BAER
BEST
SELLER

37. WEHAVEOPENINGSFORNEWCLIENTS.
REAL-TIMEBRANDNEWSTEAM
HIRE YOUR OWN REAL-TIME BRAND NEWS TEAM.

38. MANAGEYOURTEAM.
MANAGEYOURPARTNERS.
MANAGEYOURTECHSTACK.
MANAGEYOURAUDIENCE.
INREALTIME,FROMANYWHERE.
GET THE SOFTWARE.
Newsroom Tools for Professional Content Teams.
!
Rundown uses predictive
analytics to forecast audience
demand and resource
availability for publishers,
brands, and their agencies.

39. REVOLVE CONSULTING+TRAINING+STRATEGY
!
Revolve is a consultancy focused on helping
brands, publishers and agencies re-orient their
resources for today’s real-time media world.
GET SOME GUIDANCE.

40. 47 SOUTH MERIDIAN STREET #302 INDIANAPOLIS, INDIANA 46204 317-203-9807 RAIDIOUS.COM SHINE ONLINE. >40
QUESTIONS?